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Broadcast Advertising. Positioning Statement. States how the consumer should perceive your product/client. “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”. Copy Platform. The theme that runs throughout the campaign. Will appear in all advertising.

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Positioning Statement

  • States how the consumer should perceive your product/client.

  • “Rick’s Gun and Liquor Store is the most convenient gun and liquor store in the market.”


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Copy Platform

  • The theme that runs throughout the campaign.

  • Will appear in all advertising.

  • Reflects the positioning statement.

  • May be a slogan.

  • “Bullets and booze to go.”


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Creative Planning

  • Spots have to “resonate” with the consumer.

  • To make the consumer understand the message – the advertiser must understand the consumer.

  • The first few seconds of the spot have to be powerful. Grab the attention.

  • The Hook.


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Creative Planning

  • Keep it simple.

  • One idea per spot.

  • It can be price, quality, quality, convenience, etc.

  • But only one.


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Commercial formats

  • Dramatic

    • Short plays

      • Exposition – sets the stage

      • Conflict – what’s the problem?

      • Rising action – complications

      • Climax – problem is solved – product is the hero

      • Resolution – repeat the selling points


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Creative Planning

  • Problem – solution

    • Sometimes uses the dramatic element

  • Demonstration – TV – show the product in use

  • Interview – some are real – some scripted


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Creative Planning

  • Testimonial

    • Uses celebrities

    • Phrased in the first person.

    • “I use the product…”

      • Must be bona fide user of the product

      • Average person must obtain same results

      • “Experts” must be experts

      • If organization – consensus must be reached

      • Any material consideration must be revealed


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Creative Planning

  • Spokesperson

    • Common character or person in all ads

    • Does not claim to use product

    • May be real or fictional

  • Symbolism

    • When the product is difficult or impossible to visualize or show


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Creative Planning

  • Direct comparison

    • Not before 1970 – used “Brand X”

    • Heavily scrutinized

    • Difference must be verifiable

    • Superiority must be clear

    • Reinforces brand loyalty

    • Viewed negatively when brand leader uses comparison against smaller brands

    • Consumer may remember wrong product


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Creative Planning

  • Appeals

    • Emotional appeals are stronger than logical appeals

    • Emotional appeals are related to psychological needs

    • Maslow’s hierarchy of needs


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Emotional appeals

  • Security appeal

    • Safety and security

    • Medications, vitamins, etc.

    • Uses cognitive dissonance

    • Threat or fear of bad breath, hair loss, dandruff, body odor, etc.

  • Sex appeal

    • Using the product will attract the opposite sex


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Emotional appeals

  • Love and sentiment

    • Associated with a close and happy home life

    • Baby products, pet products, foods, cameras, greeting cards

  • Humorous appeal

    • Very difficult

    • Humor may obscure the message

    • If it’s not funny…


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Emotional appeals

  • Convenience

    • Saves time and effort

    • Even if two products are equal in quality, price, etc. – convenience can sell one.

  • Curiosity

    • Appeals to our desire to explore the unkown or the unusual


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Emotional appeals

  • Ego appeal

    • Desire for status

    • For comfort items, luxury items, big ticket

    • Credit cards, luxury cars, designer clothing

  • Hero worship

    • Uses athletes, celebrities

    • You will be like your hero, if you use the product


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Emotional appeals

  • Sensory appeals

    • Appeal to one of the five senses


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Commercial writing

  • Keep language simple, concise and concrete

  • Write as you speak

    • Use pronouns

    • Informal – but not slang

  • Simple sentences

  • Active voice

  • Language that is descriptive


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Commercial writing

  • Identify the selling points and repeat them

  • Avoid numbers in broadcast copy

    • Phone numbers are not easy to recall unless they form an acronym

    • Make numbers understandable

    • No a.m. or p.m.

    • Give a referent


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Commercial writing

  • In radio – you are speaking to an individual

    • Radio is a personal medium

    • Difficult to reach listeners because of sweeps.


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Commercial writing

  • Attention

  • Interest

  • Desire

  • Action


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Commercial writing

  • Weasel words

    • “helps control dandruff with regular use”

    • “leaves dishes virtually spotless”

    • “the lady has taste”

    • “Listerene fights bad breath”

    • “you can be sure if it’s Westinghouse”

    • “Ford LTD is 700% quieter”


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